Trend or Trash: Is a focus on Zero-party data worth pursuing?

# Embrace the Future: Why Zero Party Data is Revolutionizing Marketing In today’s dynamic marketing landscape, the shift to zero party data is making waves. Benjamin Shapiro, the host of the MarTech Podcast, recently discussed this emerging trend with Rob Freedman, the VP of Marketing at EZO, a company known for its i ovative asset intelligence and management solutions trusted by thousands of organizations worldwide. Together, they delved into the implications of zero party data and why it’s worth pursuing. ## What is Zero Party Data? Zero party data is information that customers intentionally and proactively share with a brand. This could include preference center data, purchase intentions, personal contexts, and how the individual wants the brand to recognize them. Collecting zero party data requires a brand to build trust and value with its audience so that customers willingly share their details. ## Why Zero Party Data Matters During the conversation, Rob emphasized the importance of owning your own data. Since customers provide this data willingly, it eliminates many concerns over privacy regulations and compliances. Brands no longer need to stress about navigating complex privacy laws in different jurisdictions when they collect zero party data directly from their customers. Owning zero party data translates into a more straightforward and secure approach to data management. Brands gain valuable insights into their customers' preferences and behaviors, leading to more personalized marketing efforts. This level of personalization can drive better customer engagement and loyalty. ## Content-Led vs. Advertising-Led Marketing Benjamin Shapiro highlighted the distinction between content-led marketing and advertising-led marketing in the context of zero party data collection. Collecting zero party data primarily relies on content-led marketing strategies. This encompasses creating and distributing valuable content that attracts and engages a target audience, thereby encouraging them to willingly share their data. Content-led marketing can include various forms such as newsletters, podcasts, blogs, and social media content. Building a dedicated audience through these cha els helps brands acquire zero party data effectively. In contrast, relying on advertising-led marketing might involve attracting customers through paid advertisements, which doesn’t necessarily foster the same level of trust and engagement required for zero party data collection. ## Every Brand as a Media Brand One of the key takeaways from the discussion was the notion that every brand needs to operate as a media brand. In the current era, where content consumption is at an all-time high, brands must embrace the role of content creators. By doing so, they not only engage their audience but also build a reservoir of zero party data that enhances their marketing strategies. ## Conclusio nThe move towards zero party data is more than just a trend; it’s a strategic direction worth embracing. By focusing on content-led marketing and positioning themselves as media brands, companies can build direct, trust-based relationships with their customers. This approach not only simplifies data management but also leads to more tailored and effective marketing efforts. For brands navigating the complexities of modern marketing, zero party data offers a way to co ect deeply with their audience while ensuring compliance with privacy regulations. As the conversation with Rob Freedman on the MarTech Podcast shed light on, adopting zero party data is both a smart and necessary step for forward-thinking marketers.